Content Marketing: 3 Steps for Generating New Clients

content marketingThis blog describes how applying a three step proven content marketing approach to your website can drive a stream of qualified leads and new clients to your company. Content marketing is also defined.

Before proceeding to the actual strategy, I want to ensure you understand the concept of content marketing. According to the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” Read More…

A proven strategy that has worked for me in generating new business for clients includes three steps:

  1. Your Website as an Information Destination
  2. Search Engine Optimization (SEO)
  3. Content Distribution through Social Media/Email Marketing
  1. Your Website as an Information Destination

blogMost company websites contain very little information. They may list products/services the company offers, a few paragraphs about the company, and some contact information. It is an online brochure that brings little, if any, value to the visitor, and is a waste of time and money. The chance that someone is going to visit this site more than once is remote. There’s no reason to do so.The business owner mistakenly believes in the strategy of needing “to have something out there.”

However, you can dominate your competition online, by driving your prospects/clients to your website continually to content they find valuable, interesting and timely. Think about the sites you go to on a daily basis. What attracts you to them?

You can create your website as an information destination by utilizing a number of options below, including:

  • Blogs
  • Videos
  • Case studies
  • Latest industry trends
  • Reports
  • Industry news
  • Frequently Asked Questions (FAQ)
  • Press releases

I have found a written blog to be the foundation of an effective content marketing program. Since many readers are coming to your site to find a solution to their problem, case studies written in a simple problem, solution, benefit format are effective, and answer the question of “how can you help me?” For example, “Tip of the week: Use the 3 Rs to identify when and how to say “No” in customer service.” Read More..

In addition, you’ve positioned yourself and your company as a subject matter expert; an industry authority, and this gives you a competitive advantage.

  1. Search Engine Optimization (SEO)

SEO is the “Secret Sauce” to getting your website found online. Simply stated, SEO helps a website achieve a higher ranking (Page 1) with the major search engines (Google) when certain keywords and phrases are put in the search field.

Is being on page 1 important? When doing your online searches, how often do you go to page 2? If a company is not on page 1, you might as well be invisible.

SEO makes it easier for search engines (Google) to locate and index a site for the appropriate keywords, and also increases the quality and volume of visitors to a website.

SEO needs to be applied to each page of your website, and for every blog. A simple tool to get started with your SEO research is to visit Google Keyword Planner. This free research tool will help your business choose the best keywords, by providing you with monthly online search volume, keyword competition and much more.

  1. Social Media/Email Marketing

Once you create content and apply SEO to it, you need to distribute it to the masses. Options on social media are numerous, and include Facebook, Linkedin, YouTube, etc.). Please email content to your current list of clients, as well. If not, you are missing out on communicating with the most important audience you have.

An Example of Success with this Strategy

We had a client who had written about 70+ blogs previously, and wanted a new website to serve as an information destination for industry professionals. We incorporated the blogs into a new website we designed, and applied SEO to all of the previously published blogs, as well as the new weekly blogs he published off and on for a year. We posted all the blogs on his website, and then took an excerpt of the blog and posted to several industry groups on Linkedin.

After 4-6 months of utilizing this strategy, he started to see more leads coming through his website. He responded to readers questions or comments on the blog, which led to responding to more requests for proposals. New business was generated. In addition to the blogs, we also did some paid and free webinars. By the end of the year, his company realized a 42% increase in revenue.

Patience is the key. Put a realistic content strategy in place and monitor what works best.